You can use ad frequency to find your effective frequency , or the sweet spot in the number of times your ad has to be seen by an individual user before they take action. If your Facebook ad frequency increases and your conversion rate goes down, you know that people have seen your content too much and are getting annoyed. But what do these terms mean?
Measure your Facebook marketing results. Track competitors and improve performance using one simple tool. Try it for free:. This metric describes the number of unique users who have seen your content organically, aka for free , in their News Feed.
You can probably guess from the section above that paid reach describes the number of unique users who have seen your content because you have paid to get it in front of them. There are two types of impressions… served and viewed. And they count whether the user has seen them or not.
Pretty confusing right? Let me explain…. Say you pay for an ad and use audience targeting to identify the type of users you want to see it.
Facebook then selects users that fit the profile and decides where and when to deliver your ads to them. Thankfully, on Facebook and Instagram impressions measure the same thing. What Facebook and Instagram call impressions, Twitter calls reach. Track competitors on Facebook.
Find out what to post, when to post, and how often to post. Neither Facebook reach nor impressions really tell us how users interact with your content. Engagemen t measures how many users Like, Share or Comment on your content. Because you need to know how many people engage with your content vs how many have seen it.
To work this out, you take the total number of engagements, divide it by the reach and then multiply that figure by This metric is called Engagement Rate by Reach ERR and is the most common way to work out your social media engagement rate. Impressions measure the total number of times users saw your post or story. Unique reach goes one step further by estimating and omitting duplicate views from the same user. Reach and impressions refer to two distinct activities, so which metric you choose to pay more attention to will depend on what your goals are.
If you want to avoid this, you might want to focus on increasing reach, rather than impressions. Impressions also come in handy when you want to track your ads on a moment-to-moment basis.
Impressions and reach tell you very different things about the performance of your ads and content. More often than not, you will have to use both metrics together to figure out the effectiveness of a campaign or ad. Comparing impressions to reach is tricky, because impressions will by definition always be equal to or higher than reach. Every user included in your reach count will have seen your content at least once, and most will probably have seen it numerous times. How many times?
To figure that out, we divide total impressions by total reach to get the average number of impressions per user. Most research around brand awareness suggests that users have to have seen an ad at least several times before they begin to become aware of the brand. Krugman suggested that three exposures were enough to make someone aware of your brand.
Back in , London businessman Thomas Smith suggested that it took twenty. In all likelihood, the effective frequency for your business will be highly particular to your industry and product. If you want to get a sense of what a reasonable impressions per user count is, try getting some insight into what competitors in your space are aiming for. How many impressions per user is too many will depend entirely on your social media goals. The same goes for the app: close it, open it again, and seeing the ad for the second time would count as two impressions.
As you can probably deduce, one person can often be the trigger for several impressions. This is the same for video impressions. For this reason, you never have to worry about internet bots spoiling your impressions data. As a Facebook advertiser, you will often use the impressions metric to monitor the performance of your paid campaigns to determine whether your audience is seeing your ad.
In Facebook advertising , the impressions metric helps you determine whether your target audience is seeing your ads, whether the ad has the potential to reap the desired conversions. When running Facebook ads, impressions may rise and fall trust this Facebook advertising agency. Rising impressions indicate an ad that has been optimized for the platform and the audience. A remedy is changing the targeting and the objective of the campaign then testing to see if performance improves.
Of course, you should also be wary of too-high impressions because that could be a precursor to ad fatigue, a phenomenon in which users ignore or overlook the ad because they have seen it too often. Changing the creative and target audience also remedies the ad fatigue users experience. For example, high impressions may seem as though an ad is performing well, but if your CPM cost per impression is also high, you will find that your ad is not performing so well after all.
When looking at impressions, you must also look at your CPMs, reach, and frequency.
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